Dental landing pages: a separate page for every treatment you advertise

Paying for an implants campaign, and the enquiries that come in are about something else? In our experience, the problem is often not the ad but the page: a dental landing page that presents the whole clinic instead of the treatment the patient clicked on. Someone who searched for orthodontics is not looking for information about whitening, and someone with a toothache will not fill in a long questionnaire. In this article we explain why it pays to have a separate page for every treatment you advertise, what goes on each page, how the four most common pages differ, and what Israel's dental advertising regulations forbid you to write on them.

Why one page for the whole clinic doesn't work in a campaign

A patient who clicks on an ad has already told Google what they want. A page that opens with a menu of ten treatments sends them off to search all over again. On top of that, every treatment differs in three ways: what the patient asks, how long they take to decide, and which action they are ready to take.

The decision times are an estimate from our experience, not research data.

In our article on landing pages for Google Ads we suggested a simple rule: build a separate page when the headline on the page or the question in the form would change. Across these four treatments, the headline changes for each one, and so does the action on the page. Treatments you don't advertise, on the other hand, such as a routine check-up, stay on the website.

Dental landing pages: the structure, block by block

Every dental clinic landing page is built on the same skeleton. What changes is the content, and above all the headline and the action.

1. A headline with the treatment and the area. For example: "Dental implants in Ramat Gan". The headline repeats what the ad says, with a single button next to it.
2. When it's worth coming in for an examination. A few plain lines, and one sentence saying that the decision about treatment is made after an examination.
3. The treatment stages. What happens at the first visit, how many visits there usually are and what happens in between — at your clinic specifically.
4. Who treats you. Name, dental degree, and a specialist title only if it has been approved. A real photo of the dentist, not a model in a white coat.
5. The clinic. Photos of the treatment room and the entrance. If you take X-rays at the clinic, write what that saves the patient, rather than "advanced equipment".
6. Questions about the treatment. Pain, duration, recovery, and what to bring to the first examination.
7. Getting there. A Waze button, parking, and the clinic's accessibility.
8. One action. A short form with name, phone and preferred time, or an appointment calendar inside the page, with call and WhatsApp next to it. No open field for describing the problem: medical information is sensitive information, as we explained in our article on building a website for a doctor or a clinic.

There is no menu to the rest of the site on the page: every link out is a way to leave without booking.

Four treatments, four pages: what's different in each

Dental implants

This is the biggest decision of the four, so the page is longer. Give the treatment stages pride of place, and say who performs the implant and what their title is. Note: implants are not one of the nine specialist titles in the Dentists (Specialist Title Approval and Examinations) Regulations, and regulation 2(1) of the advertising regulations lists "stating a field of specialisation that does not exist" in those regulations among the kinds of advertising that mislead or harm the dignity of the profession (here and throughout, quotes from Israeli legislation are our own translation of the Hebrew). That is why "implant specialist" does not go in the headline.

Orthodontics and clear aligners

Here there are usually two audiences: adults looking for themselves, and parents looking for their child. The headline, the photos and the questions are different, so if you advertise to both, build two pages. Explain which methods the clinic offers, and that the method is chosen after an examination. "Specialist in Orthodontics (straightening of teeth and jaws)" is a recognised title, but only write it if it has been approved for the dentist who does the treatment.

Teeth whitening

A relatively quick decision, so the page is short: what the process involves, how many visits, who it isn't suitable for according to the dentist, and booking straight from the calendar. Steer clear of promises like "a white smile within an hour". On top of that, regulation 3(2) prohibits advertising "that encourages the consumption of dental treatment that is not necessary according to accepted standards in dentistry". How that applies to a cosmetic treatment is a question for a lawyer before the campaign starts.

Emergency care and toothache

At the top of the page: a large call button, the hours when you answer next to it, and WhatsApp as the second option. Outside those hours, replace the call button with a form and a clear sentence saying when you will get back to the patient. The ad itself can do the same: according to Google Ads Help on call assets, "you can set numbers to appear only when your business can accept calls". Write facts about your availability, without frightening anyone: regulation 3(3) prohibits advertising "that creates apprehension or fear".

What the regulations forbid on a dental clinic landing page

It is worth treating a campaign landing page as advertising in every sense. Section 38(a) of the Dentists Ordinance prohibits a dentist from "advertising their practice in a way that may mislead, or that harms the dignity of the profession, or that is contrary to the regulations". Under section 38(d), "no person shall advertise the practice of dentistry" in a way that would have been prohibited for the dentist themselves — which means an agency too — and section 38(e) requires the dentist to "do everything possible" to prevent a breach. Google Ads' healthcare policy likewise says that "ads and destinations are expected to follow appropriate laws". In the Dentists (Prohibited Advertising) Regulations: תקנות רופאי השיניים (פרסומת אסורה): regulation 2 lists advertising "that may mislead the public, or harm the dignity of the profession", and regulation 3 lists advertising that "shall be regarded as advertising that harms the public, and is prohibited". Here is what affects the blocks on the page:

• Price: regulation 3(1) prohibits "publishing fees and prices for treatment, except for stating dental treatments that are given free of charge, subject to paragraph (2)". So there is no price block on the page.
• Promotions: regulation 3(5) prohibits advertising "promotions, discounts, raffles, prize giveaways, gifts or any other benefit" in connection with treatment.
• Promises and praise: regulation 2(1) lists "a promise that a treatment will succeed", "stating numerical or other data on the success of a treatment" without Ministry of Health approval, and advertising "that praises the skill, knowledge and professional competence" of the dentist.
• Photos: regulation 2(2)(b) lists using a photo "of patients or of people who appear to be patients or licensed dentists, unless it is stated explicitly and in a prominent place that the person is not a patient or a licensed dentist". A stock-photo model in a dental chair needs exactly that disclaimer.
• Pop-ups: regulation 2(3)(d)(2) lists online advertising "by way of a 'pop-up' advertisement". So it is better to keep pop-ups off the page itself.
• Reviews and before-and-after: regulation 3(4) prohibits "the use of any information about a patient, past or present, that may identify them, even if done with the patient's consent". The words "before and after" do not appear in the regulations, but before you upload photos like that or embed reviews that carry names, check with a lawyer.

Some clinic-marketing guides actually recommend promotions, discounts and "before and after" videos, so read the regulations before you copy them. We are not lawyers: send the page copy for legal review before launch. We set out the general framework for doctors in our article on websites for doctors and clinics.

Who this suits, and who it doesn't

A good fit:

• A clinic that advertises, or plans to advertise, a specific treatment on Google or Meta.
• A clinic that has open appointments for that treatment, and someone who gets back to enquiries the same day.
• A clinic that wants to know what each booked examination costs it, separately for each treatment.

Less of a fit:

• A clinic that doesn't advertise and gets most of its patients through referrals. There it's better to invest in the treatment pages on the website and in the clinic's Google Business Profile, as we explained in SEO for doctors and clinics.
• A clinic that only advertises check-ups and cleaning. One page is enough.
• A clinic whose calendar is full for months ahead. A good page will only make the wait longer.

How to know the page works: measuring by treatment

A page per treatment means you can measure each treatment separately. Connect tracking for calls, WhatsApp and form submissions to every page. We explained how to set that up in Google Ads and GA4 in our guide to conversion tracking.

Even so, the metric that decides things is not the number of enquiries but how many examinations were booked from them. Ask the reception team to note which page each enquiry came from, and check every two weeks what a booked examination cost for each treatment. That way you'll know where to move the budget.

What Simple Web does about it

Simple Web is an AI-first marketing agency from Bnei Brak, certified Meta partners and Google advertising experts, working with 200+ businesses and holding 35 five-star Google reviews. We build landing pages around one message and one action: a short form (usually name and phone), mobile-first design, pixels and conversion tracking, heatmaps and A/B testing. We also built a clinic website for Tel Aviv Dental. A landing page goes live within 7 business days, and the price is a custom quote by scope, after a free diagnostic call.

Summary

A dental landing page works when it is built for one treatment: a headline that repeats the ad, transparent treatment stages, who treats you, and one action. Implants, orthodontics, whitening and emergency care differ in decision time and in the action they call for, so every treatment you advertise needs a page of its own. On every page, check against the regulations before launch: no price, no promotions, no promises, and no information that could identify a patient. Want to build the first page for the treatment that matters most to you? Book a free diagnostic call with us.

Sources

• Dentists (Prohibited Advertising) Regulations, 2009 (Wikisource, Hebrew): regulations 2 and 3: price, promotions, promises, photos and identifying information
• Dentists (Specialist Title Approval and Examinations) Regulations, 1977 (Wikisource, Hebrew): the nine recognised specialist titles in dentistry
• Dentists Ordinance (Wikisource, Hebrew): section 38, including the responsibility of anyone who advertises on the dentist's behalf
• Google Ads: Healthcare and medicines policy (Hebrew version): the expectation that ads and destinations comply with the law
• Google Ads Help: About call assets (Hebrew version): showing the phone number in the ad only during the hours when someone answers